Google Chrome is preparing for a significant change, nearly four years after its competitors Firefox and Safari and several postponements. Starting January 4, the world’s most used web browser will test the tracking protection feature on a limited number of users (initially only 1% will be affected), namely protection against tracking as Internet users move from site to site. Google recently announced this in its blog. In fact, by default, the browser software restricts websites’ access to third-party cookies, thus limiting the monitoring of Internet users’ activities on different websites in order to show them relevant advertising.
This measure is part of Google’s Privacy Sandbox initiative, which aims to align user privacy with the needs of advertisers. Blocking access to third-party cookies in Chrome, including the Android version, will become universal in the second half of 2024.
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Originally posted 2023-12-19 05:30:19.